
As I mentioned a few weeks ago via Facebook, AMC was determined to get rid of the Kerasotes Five Buck Club from the get-go. They sent out a “survey” about the Five Buck Club and mentioned their alternative “Program X” for $5 movies. Coming from a marketing & business background it was clear to me that AMC already had their mind made up on what to do regardless of the outcome of the survey (which they quickly shut down because they said that they had enough responses).
While the number crunchers probably sat down and came up with this grand plan, they failed to realize that there’s a reason people waited for movies to go to the Five Buck Club…because they don’t want to pay $10 (or more in 3D or IMAX) to see a movie that will be out in stores in a few months. If people really want to see a movie then the price doesn’t come into play and they’d see it opening weekend anyway (and BTW, all morning movies at Kerasotes were $5 as well, even for new movies).
Anyway, what this means for me is that AMC won’t be getting as much money out of my pocket because most of my theater visiting opportunities come during their new Premium Pricing Club viewings. But never fear, we still have second run movies and maybe Regal or another theater chain will see AMC’s folly and seize the opportunity.